Sydney Sweeney is finally addressing the wave of controversy surrounding her recent brand partnerships. The Euphoriastar, who has become one of Hollywood’s most talked-about rising talents, faced intense scrutiny following her American Eagle ad and a collaboration with men’s grooming brand Dr. Squatch.
The American Eagle Backlash
The criticism began when Sweeney’s American Eagle campaign went viral. In the ad, the 27-year-old actress commented on how “great” her “jeans” are. Many social media users claimed the line sounded like a wordplay on “genes,” sparking uncomfortable discussions around eugenics and white supremacy. The conversation quickly escalated, with fans and critics debating whether the campaign was poorly executed or misinterpreted.
The Dr. Squatch Soap Controversy
Shortly after, Sweeney found herself at the center of another debate when Dr. Squatch released a product promoted as being “infused with Sydney Sweeney’s bath water.” The collaboration stirred confusion and backlash, with many questioning whether it was appropriate marketing.
Sweeney Speaks Out
In her WSJ. Magazine cover story published Wednesday, August 20, Sweeney addressed the criticism directly.
“I think it’s important to have a finger on the pulse of what people are saying, because everything is a conversation with the audience,” she explained.
She also noted that much of the commentary came from women online:
“It was mainly the girls making comments about it, which I thought was really interesting. They all loved the idea of Jacob Elordi’s bathwater,” Sweeney added, referencing the viral Saltburn scene with Elordi and Barry Keoghan.
When asked if she carefully chooses her brand partnerships, the Anyone But You star confirmed she is highly selective:
“Yes. Very,” she responded.
Despite the backlash, Sydney Sweeney continues to be a highly sought-after actress and brand partner. With her growing influence in Hollywood and beyond, her ability to address controversies head-on shows she is both aware of public perception and strategic about her next moves.
